Is Your Nonprofit’s Messaging Confusing?
You know your organization from the inside out. You’re the expert, the go-to person, and the language used in messaging makes perfect sense to you – but it might not be clear for your audience.
Nobody knows your organization like you do, and that’s part of the problem.
If your first-impression communication about your organization is vague or unclear, potential supporters might feel too confused to buy in. It’s never too late to sharpen and refine your communication about the work – the good, hard work – your nonprofit is doing. Read on for a few ways to make sure your messaging is clear and effective.
Start With the Message, Not the Words
When you set out to convey the who, why, and what of your organization, you might think you should begin with a search for the perfect words. But that hunt and swapping of language can result in “word salad” – various phrases that, while familiar, don’t provide clarity or inspire.
Start with this question: What is it we’re really trying to say?
I recommend sorting this out in a voice memo. Record yourself talking about your organization as if it were a conversation with a friend. (It’s OK if it’s casual and includes some slang.)
Focus on the overall message, not the vocabulary.
Make Verbs Concrete
The work your organization does is concrete, and your verbs should be, too.
In an effort to sum it all up, it’s easy to reach for a word like “empower” or “impact,” but those are vague and don’t tell the whole story. What is it that you do?
Do you connect new citizens to resources?
Design personal development programs for youth?
Reimagine existing systems or construct new ones?
The work your organization does is too meaningful to skimp on action words.
Try This “Mild and Wild” Exercise
Clarity often comes when you get some distance from what you know. Here’s an exercise I use for a fresh perspective:
Write down a one-sentence description of your organization
Now, write four more one-sentence descriptions using different verbs and adjectives each time
For two of these sentences, think “mild” – use language that is common to non-profit voices
Finally, write two that are “wild” – get specific about who you serve, use concrete action words, and don’t hesitate if you wax poetic
I did one for you:
Original
Impacting and empowering young people to change their world.
Mild #1
Equipping young people to impact their communities.
Mild #2
Preparing young people to be changemakers.
Wild #1
Designing service opportunities for youth to practice their potential.
Wild #2
Coaching college-aiming youth toward future-ready skills.
I usually repeat this process a number of times and blend multiple sentences until I’ve captured the message with clarity.
Keep It Simple
If your brand mission attempts to sum up every facet of your work, it might cause confusion to potential supporters.
Here’s an example:
Goodmakers Unite is changing systems to create sustainable futures for youth and adults in underserved communities, with an emphasis on access to healthy foods and mental health resources.
There’s a lot going on there, and it might be overwhelming to potential supporters. Adding detail doesn’t always mean adding clarity. I would recommend simplifying:
Goodmakers United provides [main service, like life-saving resources] to [main avatar, like families in downtown Chicago].
Once you’ve made contact with prospective supporters, you can provide details about the ways your work is carried out. Until then, keep it simple with a clear mission.
Need help creating clear messaging and copy? Drop me a line.
Photo by Claudia Raya on Unsplash
